So above all, I look for that big dream in an idea, that potential for lasting change. It goes beyond changing perception.Īdvertising has a huge influence on culture, and we have the opportunity to shape our future through brands. If you think of some of the freshest ideas this year, ‘The Lost Class’, ‘Data Tienda’, ‘Dyslexic Thinking’, they’re centered around a beautiful execution that brings the insight to life in a way that adds meaning and value. Sometimes the insight alone is compelling enough to provoke action. Today, I can tell a story through an insightful key execution. When there’s one way to approach creativity, it’s easy to get stuck in a box. But for a long time, starting with the phrasing of a thought boxed us into clever twists, or digging for new ways to say old things. Don’t get me wrong - a big idea is still important glue for a campaign. What excites me about the industry today is that the “big idea” is no longer king. Sometimes.let’s just say not everything has to go on the fridge ) Product: How do you judge the creativity of a piece of work? I use my personal passions as an excuse to play around and take creative risks. I learned that it’s critical to be open to bad ideas, and to give yourself plenty of room to fail. It sucked the joy out of creation, and I burnt myself out really quickly. When I started out in creative, I began setting really high expectations for everything I made. For the past year I’ve been writing and illustrating African folk tales - an impulse I couldn’t shake, which accidentally turned into a massive research project.īut I try not to turn everything into a hustle. Sometimes a little art therapy will turn into a big project, and I find myself elbow-deep in something I’ve never done before. Or I make up little songs throughout the day. When I’m stressed, I’ll bang on the piano. I’ve always used creativity to wade through my feelings. I like making up games and thinking of ideas (and maybe I have a little trouble getting my head out of the clouds). I love to read, write, draw, paint, take photos, act, sing, and play piano, and so I do all of those, whenever I can. My imagination’s in overdrive anyway, fuelled by fantasy books and a mom who turned all my ideas into projects. Person: What kind of creative person are you?įor me, creativity is an impulse. She was also selected along with five creative women, from across the world, to take part in Cannes See It Be It, a unique development experience to close the gender gap among creative industry leaders.
Propelled by her strong background in digital activations (and lowkey obsession with Minecraft), Anastasia served on the D&AD Gaming jury in 2022, proudly representing Black female nerds and the glorious diversity of gamers.
Hong Kong-grown, she’s spent six years winning regional recognition for clients across APAC, including Cathay, WWF, Pernod Ricard, UberEATS, and more. Anastasia Simone is a Senior Art Director at Host/Havas Australia.
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